Asus Strix 8Gb crashing/freezing with the latest drivers.

The interesting part is that I can game the whole day games like Payday 2 maxed out without any problems but as soon I play more demanding games (like Ark in very high 1080p) it crashes with a gray,black or white screen after 20 minutes or so. Heating problem? I've a custom fan curve. Seems pretty weird for me, I have a 600 watts PSU. Should I do a OS reinstall? (win 10) thank you very much in advance, I hate to ask but I'm really getting tired of this. If I can't solve it I'll buy a 1070